DIGITAL MARKETING AND AFFILIATE MARKETING IN THE INTENT TO PURCHASE BANKING SERVICES: THE ROLE OF TRUST AND CONSUMER ENGAGEMENT
Abstract
This research examines the impact of digital marketing and affiliate marketing on banking service purchase intentions, analyzing how consumer involvement mediates this relationship and how consumer trust moderates the overall effect. The foundation of this study stems from the swift evolution of digital technologies and the expanding utilization of social media channels and affiliate marketing strategies by financial institutions, with particular emphasis on the banking sector.. However, public skepticism regarding the security of digital transactions and low digital literacy, which influence consumer trust and engagement. This study employs a quantitative approach through a survey of 156 respondents in Jakarta, with data analysis using Structural Equation Modeling (SEM) via SmartPLS 4.0. The results indicate that digital marketing significantly influences purchase intent and consumer engagement. Meanwhile, affiliate marketing does not directly influence purchase intent but has a marginal effect through the mediation of engagement. Consumer trust, although theoretically important, consumer trust was not found to be a significant moderator in the relationship between marketing strategies and engagement. These findings emphasize the importance of optimizing digital content and interactivity to build strong engagement and improve digital literacy to enhance the effectiveness of marketing strategies in the banking sector.
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